The Lamborghini Urus: A Price Tag To Match Its Prestige

The price of the Lamborghini Urus ranges from 229,495 USD base price to 264,671 USD for the top-of-the-line Performante model.

That is quite expensive given that there are luxury SUVs that can be purchased for $60,000 (USD). Even the Audi RS Q8 which shares the same platform, engine, and many performance features costs nearly half as much $121,095 (USD).

And that is Lamborghini’s manufacturer’s suggested retail price (MRSP), but in the real world, dealers were marking up the Urus by nearly 20%.

Dealer markups for the Lamborghini were $40,000 (USD) or more if they had a Urus on the lot. The prices of luxury performance SUVs, particularly the Urus and the Mercedes AMG G 63, spiked recently because of dealers bidding each other up because of perceived shortages.

What gives? Why is a Lamborghini Urus so expensive?

The Lamborghini Urus is undoubtedly an ultra-premium SUV with an extravagant price—two to three times more expensive than luxury SUVs. However, compared to ultra-luxury SUVs like the Aston Martin DBX, Bentley Bentayga, and Ferrari Purosangue, the Urus’s price is reasonable and offers an exceptional level of performance without sacrificing comfort. 

The Urus is made with only the best materials, and more than half of the price can be attributed to its exotic materials. The Audi RS Q8—which shares the Urus’ platform, engine, and many performance parts—costs $121,095 (USD), leading to the nickname: “bargain Urus”. Despite the RS Q8’s lower price, it does not possess the prestigiousness of the Lamborghini brand.

Ultimately, the biggest factor in the Urus’ high price is its exclusivity and prestige, which certainly justifies its level of performance, comfort, and luxury.

We go into more details later on in the article.

Prestige

Owning an ultra-premium SUV from one of these brands is a sign of wealth and success.

Driving a Lamborghini Urus is a great way to show that you are a cut above. Prestigious vehicles are often seen as symbols of power and status and can be used to impress potential business partners, clients, friends, and family members. Prestigious vehicles also offer superior performance, comfort, and luxury, making them a great way to travel in style.

A Lamborghini SUV bestows all the prestige of a Lamborghini supercar without the impracticalities and extensive maintenance.

Performance

Ultra-premium SUVs are designed and specced to offer superior performance and handling.

The high-output engine of the Urus as well as the four-wheel-drive system is expensive, but similarly capable powertrains can be found in far less expensive SUVs such as the Porsche Cayenne Turbo GT. But the Urus takes performance to the next level with exotic, weight-saving materials such as carbon fiber. The Urus is 253 lbs (115 kg) lighter than the Audi RS Q8 which shares its chassis.

Carbon fiber is a key material in the construction of high-performance vehicles, as it is lightweight yet strong and extremely durable. This makes it a great choice for cars that need to be light and fast, while also rigid and durable. Carbon fiber is also aesthetically pleasing, with the grey and black weave under gloss or matte coating. But it is very expensive on a per-part basis.

Check out our guide on carbon fiber and it’s use in in supercars.

The Lamborghini Urus comes with performance parts such as extremely large wheels, Perrelli P-Zero tires, 4-wheel active steering, and active air suspension. These parts are not cheap to design and produce, especially in the relatively small quantities Lamborghini does compared to manufacturers like Audi.

All of these performance upgrades aren’t for show or bragging rights. The Lamborghini Urus ran the quickest lap around Virginia International Raceway during the Car and Driver Lightning Lap event.

Bespoke

If desired, salespeople help people buy an ultra-premium SUV with a unique set of colors, finishes, and options to create a one-of-a-kind vehicle.

For wealthy buyers, buying bespoke items is an important way to stand out from others in their social circles. Bespoke items are made to the buyer’s exact specifications, allowing them to express their style and taste. A bespoke item is a sign of wealth and success and allows wealthy buyers to show off their status and exclusivity.

The factory can build a Lamborghini Urus with a unique combination of materials, colors, and finishes. They will even consider custom items… for a price. Lamborghini calls this the Ad Personam program.

Design

Ultra-premium SUVs have distinctive and high-quality designs on the exterior and interior.

The Lamborghini Urus is designed to be a bold and powerful statement. Its exterior styling is sleek and aggressive, with muscular contours and sharp lines that hint at the power under the hood. The front of the vehicle has a large, aggressive grille and a wide stance that gives it a sense of presence on the road. The rear of the vehicle is also muscular and features quad exhaust tips and a diffuser referencing the Huracán and Aventador.

The interior of the Urus has a distinctive and sporty design when compared to the straightforward designs of the cabins of other premium SUVs. The Urus can be equipped with lux leather, black with aluminum accents, or sporty patterns and brightly colored accents.

Quality

Luxury SUVs from these brands are built with the highest quality materials. 

Ultra-luxury SUVs from these brands come packed with luxurious features such as premium leather seating, high-end audio systems, and state-of-the-art technology. The Lamborghini Urus fulfills this with leather or Alcantara, Bang & Olufsen Sound System, and a multi-touch infotainment system.

While you can find luxurious and well-appointed interiors in luxury SUVs that are half the price, you don’t have to worry if corners were cut in the Lamborghini Urus. Only the best of everything.

Resale Value

Purchasing an exotic vehicle can be an investment that can maintain its resale value or even appreciate in the future.

Some low-mileage, well-maintained Lamborghini models can increase in value over their purchase price. Lamborghini supercars lose some of their value in the first few years, then bounce back decades later. They can be sold to wealthy enthusiasts who want to experience driving one, car collectors who want to display them, or institutions like museums.

It is to be seen whether the Urus will be selling for premium prices. Part of the reason exotic cars maintain their value is that manufacturers don’t make many of them. But Lamborghini makes more Urus units than Huracáns and Aventadors combined, over 5000 per year. Limited edition versions of the Urus, like the Performante, have the best chance of appreciating in the future.

But, the Lamborghini Urus’ resale value is high, with used models being listed with a price within 10% of a new model.

“On average, the Lamborghini Urus depreciates $17,600 per year. First-year depreciation stands at $34,000 followed by $14,000 the year after,” says Kiron Menon in an article on Hotcars. “For comparison, a Bentley Bentayga V8 depreciates $29,500 per year on average while the Porsche Cayenne Turbo loses $32,000. First-year depreciation for the Bentayga is a staggering $42,000, although it was expected for a $200,000 SUV.”